The history of Paddy Power advertising

Are you keen to take a deep dive into the world of entertaining and often controversial advertising? Paddy Power, an Irish gambling company established in 1988, has gained notoriety for its bold marketing initiatives.

Our journey today will traverse through several iconic campaigns pulled off by Paddy Power over the decades, showcasing just how they have managed to stir conversation and remain memorable.

Read on because this chronicle is no ordinary tale!

Key Takeaways

  • Paddy Power is an Irish gambling company that has gained attention for its bold and entertaining advertising campaigns.
  • They take a unique approach to gambling, focusing on making it fun and entertaining for customers.
  • Paddy Power’s memorable campaigns include “Loyalty’s Dead,” “Dear England,” “Saint to Sinner,” “Costa: We Won’t Shit in your Coffee,” “Roy the Redeemer,” and “Cheltenham Pants.”
  • They have also been involved in controversial marketing stunts like betting on royal babies and creating attention-grabbing ads about famous figures like Alex Ferguson.

Paddy Power: The Early Years

Paddy Power was founded in 1988 and quickly gained recognition for its unique approach to gambling.

Founding of Paddy Power in 1988

In 1988, three Irish bookmakers joined forces. They started Paddy Power. At first, it was just a small gambling company in Ireland. It soon grew to become one of the UK’s top bookies.

The team always wanted to stand out from other companies like themselves. This is why they came up with new and fun ways for people to bet on their favourite things.

Unique approach to gambling

Paddy Power has always taken a unique approach to gambling. Unlike other bookmakers, they don’t just focus on the odds and bets. Paddy Power wants to make betting fun and entertaining for their customers.

They are known for creating new and exciting ways for people to bet on sports. Whether it’s through their creative advertising campaigns or innovative promotions, Paddy Power always tries to stand out from the crowd.

They understand that gambling should be enjoyable, so they strive to provide a different experience compared to other traditional bookies. With their bold and sometimes controversial marketing tactics, Paddy Power keeps fans engaged and interested in the world of sports betting.

Memorable Advertising Campaigns by Paddy Power

Paddy Power has become known for its memorable advertising campaigns, including “Loyalty’s Dead,” “Dear England,” “Saint to Sinner,” “Costa: We Won’t Shit in your Coffee,” “Roy the Redeemer,” and “Cheltenham Pants.”

Loyalty’s Dead

Paddy Power is known for its memorable advertising campaigns, and one that truly stood out was “Loyalty’s Dead.” This campaign took a bold approach by challenging the idea of loyalty in betting.

Paddy Power wanted to show that they were not just another bookmaker, but a brand willing to disrupt the industry norms. They used this campaign to communicate their commitment to offering customers something fresh and exciting.

By acknowledging that loyalty might be dead, Paddy Power was able to engage with sports betting fans who were looking for a different kind of experience.

Dear England

Paddy Power’s “Dear England” advertising campaign was a cheeky and humorous way to engage football fans during the Euro 2012 tournament. The campaign featured billboards with messages from different countries to England, poking fun at their perceived arrogance in football.

It caused quite a stir and got people talking about Paddy Power. This bold approach is typical of Paddy Power’s marketing style, always looking for unique ways to stand out and make an impact.

Saint to Sinner

Paddy Power’s “Saint to Sinner” advertising campaign is one of their most memorable and controversial. This ad featured a statue of former Manchester United manager Sir Alex Ferguson being transformed into an evil figure with horns, symbolizing his fall from grace in the eyes of rival football fans.

It caused quite a stir among the football community, but it showcased Paddy Power’s willingness to push boundaries and create attention-grabbing ads. This campaign was just one example of how Paddy Power uses humor and creativity to stand out in the crowded betting market.

They always strive to do things differently and make a lasting impression on their audience.

Costa: We Won’t Shit in your Coffee

One of Paddy Power’s memorable advertising campaigns is called “Costa: We Won’t Shit in your Coffee.” In this campaign, the company pokes fun at Costa Coffee by highlighting that they won’t ruin your day like a bad cup of coffee.

This humorous approach was well-received and helped to showcase Paddy Power’s ability to think outside the box when it comes to their advertising. It is one example of their creative work that has made them stand out in the competitive gambling market.

Roy the Redeemer

Paddy Power’s advertising campaign, “Roy the Redeemer,” was a hilarious and memorable way to engage sports betting fans. The campaign featured a giant statue of former England footballer Roy Keane, with outstretched arms resembling the famous Christ the Redeemer statue in Rio de Janeiro.

This stunt was done ahead of a crucial match between Ireland and Germany during Euro 2012. It caught the attention of both fans and media, generating significant buzz for Paddy Power.

The message behind “Roy the Redeemer” was simple: Paddy Power believed that Roy Keane could lead Ireland to victory against Germany. While it may not have changed the outcome of the game, it definitely got people talking about Paddy Power and their cheeky marketing tactics.

Cheltenham Pants

Paddy Power’s “Cheltenham Pants” campaign is one of their most memorable advertising campaigns. During the Cheltenham Festival, Paddy Power unveiled a giant pair of pants on Cleeve Hill overlooking the racecourse.

These massive underwear had the words “Lucky Pants” written on them and were seen by thousands of spectators and millions more on television. The campaign was a playful way to highlight Paddy Power’s reputation as a lucky charm for bettors.

It also showcased the company’s ability to think outside the box when it comes to marketing their brand.

Controversial Marketing Stunts by Paddy Power

Paddy Power has become synonymous with controversial marketing stunts, including the infamous Royal Babies campaign and their emergency hired impersonator of Alex Ferguson.

Royal Babies

Paddy Power is known for their controversial and attention-grabbing marketing stunts, and one such stunt involved betting on royal babies. When Prince William and Kate Middleton announced that they were expecting their first child, Paddy Power wasted no time in offering odds on the baby’s name, gender, and even hair color.

This caused quite a stir and drew both praise and criticism from the public. While some people found it amusing, others felt that it was disrespectful to bet on something as personal as a royal birth.

Nonetheless, this campaign helped Paddy Power garner significant media attention and further establish themselves as a bold and unconventional gambling company.

Emergency Alex Ferguson

Emergency Alex Ferguson was one of Paddy Power’s controversial marketing stunts. The campaign happened during a time when there were rumors about the Manchester United manager, Sir Alex Ferguson, having an emergency surgery.

To grab attention and create buzz, Paddy Power put up a giant billboard with the message “Alex: It’s Time to Retire!” This prank caused quite a stir among football fans and media, leading to discussions about Ferguson’s future in management.

While some found it funny, others criticized Paddy Power for being disrespectful. Nonetheless, this stunt showcased Paddy Power’s ability to generate publicity and get people talking about their brand.

Traitor Tony

Paddy Power is known for its controversial and attention-grabbing marketing stunts, and one of the most memorable ones was the “Traitor Tony” campaign. The campaign targeted former England footballer Tony Cascarino, who had declared himself as Irish to play in international matches.

Paddy Power took out a full-page newspaper ad calling Cascarino a traitor and urging readers to send him back to Ireland with their own messages of disapproval. This bold move generated a lot of buzz and controversy, showcasing Paddy Power’s willingness to push boundaries in their advertising campaigns.

MPs getting sacked

Paddy Power has a history of creating advertising campaigns that push boundaries and generate controversy. One such campaign focused on MPs getting sacked. Paddy Power used this topic to create attention-grabbing and humorous advertisements, highlighting their brand’s irreverent approach to gambling.

While some people found these ads amusing, they also received criticism for making light of serious issues such as political careers and job loss. Despite the mixed reactions, Paddy Power’s campaign was successful in generating buzz and reinforcing their reputation for bold marketing strategies.

Juan Direction

Paddy Power is known for its controversial and attention-grabbing marketing stunts, and one of the most memorable ones was the “Juan Direction” campaign. In 2014, during the World Cup, Paddy Power caused a stir by erecting a giant billboard featuring an image of Jesus in support of Uruguay striker Luis Suarez.

The headline read, “Cristiano [Ronaldo] – You’re next.” This stunt generated significant controversy and criticism from religious groups and fans alike. It highlighted Paddy Power’s knack for pushing boundaries to get people talking about their brand.

Putin your Medals

Paddy Power’s “Putin your Medals” was a controversial marketing stunt that grabbed headlines during the 2014 Winter Olympics. The campaign featured a giant billboard of Russian President Vladimir Putin wearing a tracksuit and encouraging visitors to “Putin their medals on our athletes.” It was intended as a provocative response to Russia’s anti-LGBTQ+ laws, which sparked international outrage.

While the campaign faced criticism for being insensitive and politically charged, it successfully drew attention to Paddy Power and highlighted the company’s edgy advertising style.

Brexit Bunker

Paddy Power’s “Brexit Bunker” was a marketing stunt that capitalized on the uncertainty surrounding Brexit. The company created a physical bunker in the UK, offering refuge for those worried about the consequences of leaving the European Union.

The campaign included humorous elements such as survival supplies and emergency rations, along with betting odds on various Brexit-related outcomes. Paddy Power used this attention-grabbing tactic to engage with customers and generate discussion around current events.

It was just one example of their innovative and sometimes controversial approach to advertising.


Paddy Power is no stranger to controversy, and their EU-Revision campaign was no exception. In 2016, as the UK prepared for the Brexit referendum, Paddy Power decided to weigh in on the debate with a daring stunt.

They commissioned a massive blimp in the shape of Boris Johnson’s head, complete with a mohawk adorned with EU flags. The blimp appeared at various locations around London and generated quite a buzz.

While some found it hilarious, others were less amused. Regardless of people’s opinions, Paddy Power once again demonstrated their knack for attention-grabbing marketing stunts.

Paddy Power has always been known for pushing boundaries and challenging conventions in its advertising campaigns. Their EU-Revision campaign was just another example of how they continue to surprise and captivate their audience.

Paddy Power’s Impact on the Betting Market

Paddy Power revolutionized the betting market with its bold and innovative advertising campaigns, challenging established brands and attracting a new generation of customers.

Competing against established brands

Paddy Power has always faced fierce competition from well-established brands in the betting market. Despite this, the company has managed to make a name for itself by doing things differently.

With its unique approach and innovative marketing campaigns, Paddy Power has been able to stand out from the crowd. They have consistently pushed boundaries and challenged industry norms, gaining a loyal following along the way.

The success of their “Save Our Shirt” campaign is a testament to their ability to capture attention and drive change in the industry. Paddy Power’s determination to compete against established brands has propelled them forward as a major player in the gambling world.

The success of the Save Our Shirt campaign

Paddy Power’s Save Our Shirt campaign was a huge success in the betting market. The campaign aimed to challenge the excessive use of sponsors’ logos on football jerseys by removing their own logo from the front of Huddersfield Town’s shirts.

Instead, they replaced it with a clean look and a simple message: “Save Our Shirt”. This innovative approach received widespread attention and praise from fans, media outlets, and even rival bookmakers.

It showcased Paddy Power’s commitment to responsible gambling advertising and its ability to think outside the box when it comes to marketing. Overall, the Save Our Shirt campaign demonstrated Paddy Power’s influence in shaping trends within the betting industry while also creating positive change.


Paddy Power has made a name for itself in the gambling industry with its unique and innovative approach to advertising. With memorable campaigns like “Loyalty’s Dead” and controversial stunts such as the “Royal Babies,” Paddy Power continues to push boundaries and create buzz.

Their impact on the betting market is undeniable, competing against established brands and even launching successful campaigns like Save Our Shirt. As Paddy Power celebrates 30 years of creativity, we can’t wait to see what they come up with next.


What is the history of Paddy Power advertising?

Paddy Power has a reputation for provocative and unusual advertising in the bookmaking industry. The company has a dedicated “Mischief Department” that creates stunts and campaigns to generate press coverage and differentiate itself from competitors. The department was formally recognised in 2011, but the company’s founders realised the importance of mischief early on.

How does Paddy Power promote its brand?

Paddy Power promotes its brand through provocative and unusual advertising campaigns that generate press coverage and differentiate itself from competitors. The company’s marketing strategy is built around headline-grabbing stunts that always sail close to the wind and occasionally verge on being a bit distasteful.

The company also uses brand ambassadors, such as Peter Crouch, to promote its brand. In addition, Paddy Power creates a lot of video content that is shared on social media, including its all-star darts matches that have been viewed upwards of 20 million times across 20 different countries.

Has there been any controversy related to Paddy Power advertising?

Yes, there has been controversy related to Paddy Power advertising. The company has been criticized for some of its provocative and unusual advertising campaigns, which have been seen as offensive or distasteful by some people.

For example, in 2014, Paddy Power was criticised for a billboard advertisement that featured South African athlete Oscar Pistorius with the caption “Money back if he walks.” Pistorius had been charged with murder at the time, and the advertisement was seen as making light of the situation.

In 2022, Paddy Power had an advertisement banned by the UK Advertising Standards Authority (ASA) for encouraging repetitive gambling. The ASA ruled that the ad must not appear again in its current form and told Paddy Power to ensure that future ads did not portray gambling as indispensable or as taking priority over other important aspects of life.

How has Paddy Power’s marketing strategy changed over time?

Paddy Power’s marketing strategy has evolved over time to become more focused on digital channels, video content, and social media. The company has always been known for its provocative and unusual advertising campaigns, but it has increasingly shifted its focus to creating video content that can be shared on social media.

Paddy Power has also become more focused on using data and analytics to inform its marketing strategy, and it has invested in technology and digital platforms to improve its targeting and personalisation capabilities.

In addition, the company has been more active in sponsoring sports events and teams, such as the Cheltenham Festival and the Huddersfield Giants rugby league team. Paddy Power has also launched new products, such as its Daily Fantasy Sports platform, to expand its reach and appeal to new audiences.

Overall, Paddy Power’s marketing strategy has evolved to become more data-driven, digital, and focused on creating engaging content that can be shared on social media.

Is Paddy Power An Irish Bookie?

Yes, Paddy Power is an Irish bookmaker. The company was founded in Dublin, Ireland in 1988, and it is headquartered in Dublin to this day. Paddy Power offers sports betting, online casino, online poker, and online bingo, and it has a significant presence in the UK and Ireland. The company also has an international division that operates in other countries, including Australia and the United States.

Is Paddy Power Part Of Betfair?

Yes, Paddy Power is part of Betfair. In 2016, Paddy Power merged with Betfair to form a new company called Flutter Entertainment plc. Flutter Entertainment is an international sports betting and gambling company that owns brands such as Betfair, Paddy Power, FanDuel, PokerStars, Sky Betting & Gaming, and Sportsbet. The merger created one of the world’s largest online gambling businesses, with more than 7,000 staff and £1.2bn in sales.

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